Home Decor Products - Profile

HQ: Edison, NJ
Founded: October 2000
Management: President & CEO is Michael Golden who was co-founder and COO of Global Sports Interactive (now GSI Commerce), which became the #1 retailer of Sporting Goods online. He was also once an EVP at Web builder Organic Online.
Investors: In February 2005, Seymour Holtzman invested $5M. He was founder and CEO of both Jewelcor (NYSE) and Gruen Marketing (AMEX).
Business Model: Home Decor currently operates four eCommerce Web sites: KnobsAndThings.com, Barbecues.com, AbsoluteHome.com, and HomeClick.com. Home Decor does not own any product, but is a low-cost retailer with large selections for each of its sites. The company had 2004 web sales of $49.9M, an increase of 83% from $27.2M in 2003.
Competitors: HomeDepot.com, eBay, Overstock.com.
Dirt: These guys have it going on. Rather than launch supersites where products are hard to find and promote due to the fact that there is only one home page, they are using the same platform to launch a number of sites focused on niches. They then market the products through key-word buys and affiliate deals. The data shows that online retailing is increasingly being consolidated by the top 100 retailers, and the likes of HomeDepot.com are increasingly a presence in HomeDecor’s territory but we wouldn’t be surprised to see HomeDecor in the top 100 in the next couple of years.